Introduction to Programmatic Advertising (Second Edition) offers a clear and concise introduction to programmatic advertising, from basic concepts to current trends. You will learn:How the open advertising ecosystem works. What are DSPs, SSPs, CDPs, OpenRTB protocol, preferred deals or supply-path optimization? Why data is the lifeblood of programmatic. How is data collected and used by publishers and advertisers to deliver maximum advertising efficiency? What has changed over the recent years. From a switch to first-price auction, to the emergence of consent-management platforms or universal auction adoption by publishers. Why is the demise of third-party cookies such a big deal. How will the programmatic advertising ecosystem respond to unprecedented identity and privacy changes? Where to focus now and in the future. Why are the biggest industry players betting on emerging channels like connected TV or retail media? Just like the well-received first edition, this book was written primarily with people who are new to the world of programmatic advertising in mind. This includes people just entering the industry, students, academics, or anyone who would like to better understand how programmatic works. Some of the topics covered in this book, such as identity or privacy, could be also useful to seasoned professionals.